This article explores science journalism in the context of the media competition for readers’ attention. It offers a qualitative stylistic perspective on how popular journalism colonizes science communication. It examines a sample of 400 headlines collected over the period of 15 months from the ranking of five ‘most-read’ articles on the website of the international magazine New Scientist. Dominant lexical properties of the sample are first identified through frequency and keyness survey and then analysed qualitatively from the perspective of the stylistic projection of newsworthiness. The analysis illustrates various degrees of stylistic ‘hybridity’ in online popularization of scientific research. Stylistic patterns that celebrate, domesticate or personalize science coverage (characteristic of popular journalism) are intertwined with devices that foreground tentativeness, precision and informativeness (characteristic of science communication). The article reflects on the implications of including various proportions of academic and popular styles in science journalism.